Augmented reality (AR) and virtual reality (VR), collectively referred to as “extended reality” (XR), have begun to diffuse in industry. However, the current levels of awareness, perceived limitations, and use of AR and VR, as well as the potential differences on these aspects between these technologies are still not well known. Moreover, it is unknown whether small and medium-sized enterprises (SMEs) differ from large companies on these issues. This research employed a mixed methods research design to address this gap by carrying out a cross-sectional survey (n = 208) to gauge European industrial companies’ level of AR and VR awareness and adoption, and by interviewing 45 companies in nine European countries in order to identify critical enabling factors in the adoption of XR for SMEs. Results show no statistical difference between the respondents’ perceptions toward AR and VR or in their use levels. Thus, examining AR and VR under the umbrella term XR seems justified, especially in the context of their organizational use. However, larger companies were found to be using XR more than SMEs. Analysis of interviews based on the technology–organization–environment framework also yielded several enabling factors affecting XR adoption and specified whether they are particularly highlighted in the SME context. Overall, this paper contributes to XR research by providing a holistic multi-country overview that highlights key issues for managers aiming to invest in these technologies, as well as critical organizational perspectives to be considered by scholars.
Beyond the pandemic, organizations need to recognize what digital assets, interactions, and communication processes reap the most benefits from virtual reality.
PurposeThe purpose of the paper is to examine how media synchronicity facilitates the emergence of social exchange (i.e. trust and reciprocity) in organizations’ information and communication technology (ICT)-mediated interactions. A model of media synchronicity in organizational social exchange (MSiOSE) is proposed.Design/methodology/approachThe paper has a design and review approach. The theoretical analysis is based on social exchange theory (SET) and media synchronicity theory (MST).FindingsThe authors propose that, in general, social exchange benefits from both asynchronous and synchronous communication processes. However, media synchronicity has different boundary conditions (i.e. pros and cons) in relation to the emergence of social exchange, determined in accordance with the mutually interacting patterns of trust and reciprocity predicted by SET. The authors provide testable theoretical propositions to support the analysis.Originality/valueSocial exchange is a critical business factor for organizations due to its well-known positive outcomes, such as the strengthening of social ties. The need for successful social exchange in remote work conditions is particularly emphasized. However, with regard to the communication and behavioral patterns that lead to social exchange via ICT, the theoretical understanding is limited. The study reveals previously unmapped heuristics between social exchange and physical media capabilities. Thus, the study's propositions can be used to study and analyze social exchange in the ever-changing media landscape. As a practical contribution, the study helps organizations to improve their communication strategies and use of ICT.
Social virtual reality (SVR) enables teams to operate in a virtual environment that simulates and enhances real-world interactions. However, there is an absence of empirical analysis of how SVR can affect the performance of virtual teams. This paper documents how SVR affects the formation of team cohesion (i.e., task cohesion and social cohesion), which is a critical success factor for team performance. To address this gap in the research, we conducted a qualitative study by interviewing 20 members from virtual teams assigned to perform a challenging collaborative task in SVR. As a contribution, our study identifies five primary affordances and 11 sub-affordances for team cohesion in SVR. We also found that team cohesion actualization was limited in the use of SVR environments of our study. However, we conclude that hindrances to team cohesion formation in SVR can be mitigated by focusing on the further development of material properties of SVR.
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